Area Sales Manager

Job Description Area Sales Manager (EBO Stores)

Designation: Area Sales Manager – EBO
Department: Retail Sales
Industry: Fashion / Apparel Retail
Experience: 3–7Years

Reporting To: Regional Sales Manager / Business Head

Job Purpose

To drive sales, profitability, and operational excellence across a network of Exclusive Brand Outlets (EBOs). The role will be responsible for achieving business targets, managing store teams, improving customer experience, and ensuring consistent implementation of company standards across all stores in the assigned area.

Key Responsibilities

1. Sales & Business Performance

• Achieve monthly, quarterly, and annual sales targets for assigned EBO stores.
• Monitor store-wise sales performance and identify gaps against targets.
• Drive key retail KPIs such as Revenue, ATV, UPT, Conversion, and Sales per Sq. Ft.
• Develop and implement action plans to improve store productivity and profitability.
• Monitor primary and secondary sales wherever applicable.

2. Store Operations

• Ensure smooth day-to-day operations of all assigned EBO stores.
• Conduct regular store visits and audits to ensure compliance with company SOPs.
• Ensure proper implementation of VM, store standards, product display, and promotional activities.
• Monitor stock availability, replenishment, ageing stock, and inventory accuracy.
• Coordinate with the merchandising and supply-chain teams to resolve stock-related issues.

3. Team Management

• Manage, motivate, and guide Store Managers and Sales Associates.
• Set individual and store-level targets and monitor performance.
• Conduct regular reviews, coaching, and on-the-job training for store teams.
• Identify training requirements and work with the HR/L&D team for development initiatives.
• Support recruitment and manpower planning for assigned stores.
• Drive employee engagement and control store-level attrition.

4. Customer Experience

• Ensure high standards of customer service across all stores.
• Monitor customer feedback and resolve escalated customer complaints.
• Train store teams on product knowledge, selling skills, and customer handling.
• Ensure consistent brand experience across EBOs.

5. Inventory & Loss Prevention

• Monitor stock levels and ensure optimum inventory availability.
• Control stock ageing, damages, shortages, and shrinkage.
• Ensure regular stock audits and reconciliation.
• Take corrective action against inventory discrepancies and operational losses.

6. Visual Merchandising & Brand Standards

• Ensure implementation of VM guidelines across all EBOs.
• Monitor product placement, display standards, signage, and promotional communication.
• Coordinate with the VM team for new launches, seasonal displays, and campaigns.

7. MIS & Reporting

• Prepare and review daily/weekly/monthly sales reports.
• Analyse store-wise performance and identify business opportunities.
• Track KPIs and share actionable insights with senior management.
• Maintain regular reporting on sales, manpower, inventory, and store operations.

Key Performance Indicators (KPIs)

• Achievement of Sales & Revenue Targets
• Like-to-Like (L2L) Growth
• ATV & UPT
• Conversion Rate
• Sales per Sq. Ft.
• Store Profitability
• Inventory Turnover & Ageing
• Shrinkage Control
• Customer Satisfaction
• Manpower Productivity
• Employee Attrition
• Store Compliance & Audit Scores

Candidate Profile

• Graduate/MBA in Sales, Marketing, Retail Management, or a related field.
• 3–7 years of experience in retail sales, preferably in fashion/apparel.
• Experience managing multiple EBO/FOFO/COCO stores will be preferred.
• Strong understanding of retail sales and store operations.
• Good analytical, leadership, communication, and team-management skills.
• Willingness to travel extensively within the assigned area.
• Strong knowledge of retail KPIs and performance management.